Setpoint — heating & cooling, Minnesota
What this kind of site has to do
HVAC buyers arrive either in an emergency or weighing a big install, and both are wary of surprise bills. A no-heat call at 2 a.m. and a heat-pump quote need very different pages, and the phone number has to be findable in seconds.
The approach
A 24/7 no-heat bar and phone number sit above every page, and the hero leads with a flat $89 diagnostic credited to the repair and same-day service for calls by 2 p.m. Six service categories run from furnaces to indoor air quality, a written-quote-first process is spelled out, a coverage map shows the 40-mile radius, and a Comfort Plan membership offers priority dispatch.
What the study demonstrates
A dark, confident trade site that makes the price and the next step obvious: a published diagnostic fee, an always-visible emergency line, clear membership pricing, and 'Book a repair' on every screen.
The number this site is built to move
Repair bookings and emergency calls per visit.
What we'd A/B test first
Leading with the $89 flat diagnostic vs. leading with the 24/7 emergency line.
